Warner Bros. Discovery (WBD) has announced it’s changing the name of its streaming service Max back to HBO Max. If that name sounds familiar, it’s because it was the original name when the service launched in the U.S. back in 2020, before Warner Media became WBD.

In 2022, the company dropped “HBO” from the name and just called it Max, combining shows from HBO Max and Discovery+ into one app. The goal was to highlight a huge variety of content — “maximum” entertainment for everyone. But by removing the HBO name, they lost the strong identity and reputation that came with it. Back then, WBD thought the HBO name might scare off viewers who preferred more casual or broad content, like what’s found on Netflix.

Now, WBD seems to realize that move may have been a mistake. The company recently admitted that viewers care more about quality than quantity. CEO David Zaslav said that the HBO name stands for top-notch storytelling and bringing it back will help the service grow even more. Streaming CEO JB Perrette added that WBD wants to focus on offering something unique — not just a little bit of everything, but content that truly stands out for both families and adults.

There’s no specific date yet for the name change, but it’s expected to roll out this summer. WBD also hinted that it might separate Discovery content from Max in the future, to better set itself apart from other platforms.

For now, in some regions like ours, the service is still just called Max — but that may change soon.

Suggestions:

• This rebrand could help rebuild the platform’s identity around quality, which is what HBO has always been known for.
• WBD should improve content discovery and user interface alongside the rebrand — users want more than just a name change.
• Messaging should be clear: explain what’s changing and why, so current subscribers don’t get confused or frustrated.